DIY
DIY and Gardening

DIY And Gardening in Germany

Germany

Euromonitor International's DIY And Gardening in Germany market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Tables: 35  |  Publication date: Sep 2007
Cost: 
GBP550.00

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  • Get insight into trends in market performance
  • Pinpoint growth sectors and identify factors driving change
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Product coverage

DIY; Gardening

Executive summary

Improved economy, improved consumer spending

At the end of 2006, all economic indicators in Germany were pointing upwards. The Munich based ifo Institute for Economic Research commented that the current high had last been reached before unification. The Consumer Climate Index compiled by GfK also indicated a continuing rise in consumer spending intentions and reached its highest level since November 2001, shortly before the introduction of the Euro, which heralded an economic downturn lasting five years. The German economy grew 3% in 2006, according to the German Statistics Office.

The VAT paradox: rise boosts sales

The three percentage point rise in VAT to 19% has so far dampened the positive mood in the retail trade only slightly. Despite intensified consumption of VATed goods before the 2007 rise, the EU commission’s monthly consumer inquiry indicates a continuation of the upswing. Most retailers committed themselves to protect the consumer from the price effect of the VAT rise by unleashing an unprecedented firework of sales offers.

DIY market attempts concentration

The German DIY market is the biggest in Europe, but is extremely fragmented by comparison to the UK or US. This results in often damaging competition and self-destructive price wars. With the takeover of the Hamburg based Max Bahr chain of 77 DIY stores the second biggest chain, Praktiker, took a step towards the necessary concentration in this market. The takeover is expected to allow Praktiker to close ranks with market leader OBI.

Work for your Home

Home renovation shows on TV are becoming popular in Germany. Following the UK and US example, TV programmes about home improvement and lifestyle are big business. At the last count, there were 13 programmes on national television offering advice for hobby home improvers. With the rise of VAT in 2007, more people are expected to avoid the cost of paying professionals. Whether the home is owned or rented, consumers increasingly take on repairs, decorating and small building jobs in the house themselves, inspired and guided by the examples on TV.

Demographic curve favours gardens

Although there are rumours about younger people fighting over allotments, which are a way of life in Germany, a country where apartments prevail over terraced houses, the majority of garden lovers are of a mature age.

The love of gardens as a way of life and a quiet alternative to travelling is translating into an increasing interest in visits to the garden centre.

The Green Factor

The UN report on the environment published in early 2007 will have a lasting impact both on the world of DIY and gardening in Germany. Already, discussion is raging about how to make your home greener and the virtues of the garden are extolled. The garden benefits the owner not merely in recreation, it is also a space to grow one’s own vegetables, fruit and berries, which around half of garden owners do.

Table of contents

DIY AND GARDENING IN GERMANY : MARKET INSIGHT

EXECUTIVE SUMMARY

Improved economy, improved consumer spending

The VAT paradox: rise boosts sales

DIY market attempts concentration

Work for your Home

Demographic curve favours gardens

The Green Factor

KEY TRENDS AND DEVELOPMENTS

DIY shopping – a challenge for the customer

New Retailing Drivers

Home improvement and home building

Less could be more

The New Eden – the Garden rediscovered

A lifestyle sea-change

MARKET DATA

Table 1 Sales of DIY and Gardening by Sector: Value 2001-2006

Table 2 Sales of DIY and Gardening by Sector: % Value Growth 2001-2006

Table 3 DIY and Gardening Company Shares 2004-2006

Table 4 DIY and Gardening Brand Shares 2004-2006

Table 5 Sales of DIY and Gardening by Distribution Format: % Analysis 2001-2006

Table 6 Forecast Sales of DIY and Gardening by Sector: Value 2006-2011

Table 7 Forecast Sales of DIY and Gardening by Sector: % Value Growth 2006-2011

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - GERMANY

BOSCH-SIEMENS HAUSGERäTE GMBH - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Bosch-Siemens Hausgeräte GmbH: Key Facts

Summary 3 Bosch-Siemens Hausgeräte GmbH: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Bosch-Siemens Hausgeräte GmbH: Competitive Position 2006

DEUTSCHE AMPHIBOLIN-WERKE VON ROBERT MURJAHN STIFTUNG & CO KG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Key Facts

Summary 6 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Production Statistics 2006

COMPETITIVE POSITIONING

Summary 8 Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG: Competitive Position 2006

HORNBACH HOLDING AG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Hornbach Holding AG: Key Facts

Summary 10 Hornbach Holding AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

OBI BAU- & HEIMWERKERMäRKTE GMBH & CO FRANCHISE CENTER KG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 11 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Key Facts

Summary 12 OBI Bau- und Heimwerkermärkte GmbH & Co Franchise Center KG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

PRAKTIKER BAU & HEIMWERKMäRKTE AG - DIY AND GARDENING - GERMANY

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Praktiker Bau- und Heimwerkermärkte Holding AG: Key Facts

Summary 14 Praktiker Bau- und Heimwerkermärkte Holding AG: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

DIY IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 8 Sales of DIY by Subsector: Value 2001-2006

Table 9 Sales of DIY by Subsector: % Value Growth 2001-2006

Table 10 DIY Company Shares by Retail Value 2004-2006

Table 11 DIY Brand Shares by Retail Value 2004-2006

Table 12 Sales of DIY by Distribution Format: % Analysis 2001-2006

Table 13 Forecast Sales of DIY by Subsector: Value 2006-2011

Table 14 Forecast Sales of DIY by Subsector: % Value Growth 2006-2011

GARDENING IN GERMANY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 15 Sales of Gardening by Subsector: Value 2001-2006

Table 16 Sales of Gardening by Subsector: % Value Growth 2001-2006

Table 17 Gardening Company Shares by Retail Value 2004-2006

Table 18 Gardening Brand Shares by Retail Value 2004-2006

Table 19 Sales of Gardening by Distribution Format: % Analysis 2001-2006

Table 20 Forecast Sales of Gardening by Subsector: Value 2006-2011

Table 21 Forecast Sales of Gardening by Subsector: % Value Growth 2006-2011

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